With
the rapid development of the Internet, we have stepped into an era of "we
media" where everyone is a microphone. The phenomenon of
"indiscriminate release" of speech subjects is common, and the lack of
credibility of "we media" has become a major problem. This paper
first gives a brief overview of "we media" and "we media",
and then analyzes the reasons for the lack of "we media" credibility
from the three aspects of the public, the government and "we media"
platform, and puts forward corresponding Suggestions.

In
this era when weibo has become the most dynamic social media in the world,
people will search for various hot news and various personal information when
opening sina weibo. People can share what they see and hear anytime and
anywhere, and express their opinions and strive for public acceptance of their
views. Therefore, we media platforms like weibo and QQ space in China and
facebook and twitter in the United States are becoming more and more important
in people's lives. Although the public demand drives the rapid development and
popularization of "we media" platforms, the weaknesses of these
"we media" platforms are gradually exposed, such as the negative
impact of the random release of false information on people and society. Even
the British economist, on November 4, 2017, wrote "social media threatens
democracy?" Therefore, the construction of we-media credibility has become
an important topic of social concern.

We
media, also known as "personal media", is the general term for new
media that disseminators use modern and electronic means to deliver normative
and non-normative information to an unspecified majority or a specific
individual. That is, the carriers used by citizens to release events they have
seen and heard with their own eyes, such as blogs, weibo, WeChat, baidu
official post bar, BBS \ BBS and other online communities. The characteristics
of "we media" such as popularity, personalization, interactivity,
rapid transmission, low threshold and easy operation make it rapidly
popularized among the public, and now it has become an indispensable social
platform in People's Daily life.

Media
credibility refers to the internal power of news media itself, which is trusted
by the public. It is a measure of media's authority, credibility and social
influence, as well as the media's ability to win over audiences. Therefore, for
the media, credibility is the cornerstone of its existence and further
development, the core of future competition. For the public, the enhancement of
media credibility can provide a good information communication environment for
the public.

At
present, China's we-media credibility is at a low level. As the main body of
communication changes from traditional mainstream media to ordinary people and
the absence of "gatekeepers", some information in the we-media
platform tends to be entertaining and vulgar. At the same time, the excessive
pursuit of timeliness by some media in order to catch the public's attention
and its divisive communication mode leads to fragmentation of we-media
information transmission, flooding of fake news and reversing the frequency of
news. Take microblogs as an example. According to a survey by the institute of
journalism of the Chinese academy of social sciences, nearly 60 percent of fake
news started on microblogs. Data from a survey of 1, 775 people conducted by
the social survey center of China youth daily via cnw.com and yipai consulting
show that the most concentrated areas of false information are food safety,
personal safety, health maintenance and disease prevention. Why do these rumors
on we-media platforms persist? Some respondents believe that everyone can
publish information, making rumors cheap. Respondents also pointed out that
some public accounts and big vs create rumors for profit. It can be seen that
the credibility of "we media" such as weibo is being seriously
challenged.

As
a highly socialized communication platform, "we media" platforms like
weibo have a low entry threshold, and everyone can participate, which is
characteristic of diversified communication subjects. At present, the mass
media literacy level in China is uneven, most of them do not have professional
news information judgment ability, and it is difficult to effectively judge
false information. At the same time, they are easy to be limited by their own
experience or knowledge to make wrong speech or even extreme speech. When this
group is large enough, it will affect the judicial judgment and form the media
trial. As a result, rumors sometimes run faster and attract more attention than
the truth. For example, in February 2016, a fake news report named
"Shanghai girls escape from rural jiangxi province" caused a heated
discussion, but it was actually the personal catharsis of the source. In
addition, due to the concealment of the virtual environment of the Internet, it
greatly weakens the moral and legal sense of the communication subject, and
makes the appearance and dissemination of various false information and information
more unscrupulous.

We
media, such as weibo, have been rapidly popularized because of their
interactive communication mode and their great ability to meet the information
needs and expression needs of the public. Yet compared with the traditional
media, the media platform regulation of relevant laws and regulations are
obviously couldn't keep up with the needs of the development of society, the
government formulated in laws and regulations such as delay the sex and the
media platform itself control capacity limitations caused by the lack of
supervision and control mechanism, to get some people use the media platforms
such as weibo rumor, in order to realize their own interests need to
deliberately spread false news misleading behavior is less than the corresponding
punishment. Due to the low cost of suppressing rumors, as well as the lack of
supervision and crackdown by the government on this aspect, it is easy for the
"we media" platform to be abused. For example, there are still online
records of the "salt snatching incident" in China caused by the
nuclear disaster caused by the Japanese earthquake in March 2011, which was
caused by the rumor that salt could prevent radiation. Therefore, the lack of
government supervision and legal guarantee mechanism for we-media platforms is
also one of the main reasons for the declining credibility of we-media
platforms like weibo.

Rumors
that directly affect the credibility of "we media" such as weibo are
often closely related to people's lives. In this regard, the lack of strength
of public opinion guidance of the government and the microblog platform is also
the reason for the easy spread of rumors. Hu yong, an associate professor at
the school of journalism and communication at Peking University, pointed out
that the more important the event itself is, the less open information is, and
the more rumors are likely to be spread. As long as there is asymmetric
information exchange between the government and the public, it will be
difficult to eliminate false rumors. For example, the news of "applying
for family planning incentive fund" on the Internet led many residents to
believe it and sign up to the neighborhood committee, which staff knew nothing
about. In addition, the function of microblog platform is relatively single,
which only serves as a platform to provide information dissemination. However,
when rumors are flying and people are led maliciously, the microblog platform
fails to play its role of public opinion guidance. The poor guidance of the
government and weibo and other "we media" platforms has led to the
fact that the truth and falsehood of the news are hard to identify, and rumors
are flying. As a result, the credibility of "we media" has been
questioned.

To
improve the credibility of "we media" such as weibo, first of all,
relevant laws and regulations should be improved. Since we media such as weibo
have only developed and expanded in recent years, China is currently short of
relevant laws and regulations on the management and operation of we media platforms.
The original laws and regulations adapted to the traditional media clearly do
not meet the needs of the rapid development of we-media platforms. Without a
clear and effective legal standard as a reference, we cannot timely punish and
curb those malicious rumors and spreading behaviors. Therefore, while paying
attention to the development of we-media platforms, the government should keep
up with the development of The Times to ensure that there are laws to establish
the credibility of we-media.

To
improve the credibility of "we media" such as weibo, we need to
strengthen the responsibility of the platform, improve the management system of
"we media" such as weibo, and establish an effective content control
mechanism and disciplinary mechanism. We media operating teams like sina weibo
are responsible for the content that appears on their platforms like
publishers, the accounts that are registered on the platforms are verified by
their real names, and effective disciplinary measures are implemented for users
who publish rumors, false information and bad behaviors, such as timely
cleaning public accounts that have recorded rumors. At the same time, the
preparation and response plans for common rumors, through timely and effective
management means, will produce good results in the process of improving the
sound environment of we-media platform and enhancing the credibility of
we-media.

To
improve the credibility of "we media" such as weibo, we should also
enhance the media literacy of the public. We should strengthen the publicity of
network ethics and morality, so that everyone can have a correct attitude when
accepting and disseminating the information of "we media", be
cautious about their words and deeds, believe no rumors and not spread any
rumors. Before sending the news, we should consider whether the information we
have published is true or not, and whether it will cause bad influence on
others. Even the President of the United States to fake news is that trump, and
he has repeatedly accused the fake news words and deeds, "fake news"
has been included in the Collins English dictionary words in 2017, when the
general public in the release information to keep enough reason, often in the
heart is a yardstick, constantly enhance their sense of law and morality.

First
of all, in terms of the government, local government administrative departments
can timely disclose public affairs information through online platforms, so
that the public can know about national political and economic policies and
various policies to benefit the people at any time through convenient channels
such as "we media". But the discovery of some false statements can
lead people to judge right and wrong, not to be misled by rumors. In addition,
the mainstream media and we-media platforms should play their higher influence
and play the positive role of opinion leaders. The authoritative part and the
media can release accurate information in a timely manner, so many rumors will
lose the breeding ground, thus making the we-media platform more credible. It
is gratifying that more and more government and public departments have
realized that a timely voice on a wide range of we-media platforms is conducive
to direct interaction with the public and promote social development, so as to
open a special online platform and actively guide the trend of social public
opinion.

In
"micro blog changes everything," "li said that micro blog has
changed people's life model, media's communication model, and business's
marketing model. Yes, in today's highly developed Internet, we media such as
weibo are closely related to people's lives. People cannot allow the phenomenon
that damages the credibility of we-media platforms to become a stumbling block
to their development. The poet gibran said that "the greatest thing in the
world is creation and communication". As long as the public, the
government and the we-media platforms attach importance to the healthy
development of the credibility of we-media such as weibo, then we media, as a
new form of communication, will create a better future.